Digital marketing and sales (5 cr)

Objective

You understand the digital marketing environment and the possibilities it offers to multichannel sales and marketing.
You understand and can describe customers’ online purchasing behaviour.
You can use digital marketing tools and channels to support customers’ decision making process and evaluate their effectiveness.
You can create effective content and find audiences for them by means of digital marketing.

Content

What are the components of multichannel digital marketing and sales?
How can customers’ online purchasing and decision making process be supported by means of digital marketing and sales?
What has to be taken into account when creating effective content and how to find audiences for them?
What is a well-functioning website of a company like and how is traffic created and measured?
What is a well-functioning webstore like: layout, usability and implementation?

Course material

The study materials are provided by the teacher in class or via the Learn platform.

Study forms and methods

• The course is carried out by way of contact teaching on Kouvola's campus according to a weekly schedule. Remote participation is not possible. As a rule, scheduled contact lessons are not recorded nor duplicated by online lectures.
• Students make progress by attending scheduled lessons and completing tasks and assignments individually or in groups.
• The teacher provides guidance during and after contact lessons and via the Learn platform.
• The assessed assignments are completed independently/in groups/in pairs.
• Feedback is provided by different methods, in writing and/or orally. Also, peer feedback can be used.

RDI and work-related cooperation

A project assignment is completed in groups. / Assignments can be completed with reference to tasks given by one’s employer or in connection to developing a product.

Timing of exams and assignments

There is no exam in this course.

Learning assignment return schedules are published on the Learn platform at the start of the study period. All learning assignments must be completed in accordance with the schedule found on the Learn platform in order to obtain an acceptable performance from the course. Assignments returned late are automatically assessed as rejected.

Student workload

• 1 ECTS credits equals 27 hours of work by the student.
• In a 5-credit course, the student's total maximum workload is approximately 135 hours including lessons, group work and independent study.

Further information

Students who have been accepted for the study course will be transferred to the Learn platform automatically at the start of the study course.

Evaluation scale

1-5

Assessment methods and criteria

The student’s performance is assessed with reference to the learning objectives and assessment criteria of the course. The completion of the course requires all tasks to be completed with a passing grade.

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge